1. Welcome Your Prospect’s
Objections 11
Chapter
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Main Topics The Tree of Business Life: Objections Welcome Objections!
What Are Objections?
When Do Prospects Object?
Objections and the Sales Process
Basic Points to Consider in Meeting Objections
Six Major Categories of Objections
Techniques for Meeting Objections
Technology Can Effectively Help Respond to Objections!
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3. Main Topics, cont... After Meeting the Objection—What to Do?
In All Things Be Guided by the Golden Rule
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4. The Tree of Business Life: Objections
Guided by The Golden Rule:
Welcome objections
Remember that objections may allow you to answer the prospect’s concern(s)
Realize your product or solution may not be for everyone
If it is not for a particular customer, thank him and politely leave
If it would benefit the customer, politely, professionally, and ethically, show how the product could be useful
Handling objections truthfully shows you provide ethical service in order to build true relationships T T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I
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5. Welcome Objections! Accept objections as a challenge.
People do not want to be taken advantage of.
Learn to overcome objections – do not fear.

6. What are Objections?
Opposition or resistance to information or the salesperson’s request is an objection
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7. When Do Prospects Object?
Prospect may object any time during sales call
Always be ready to handle a prospect’s objections
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8. Objections and the Sales Process
Objections can occur at any time
When objections occur, quickly determine what to do
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9. Exhibit 11-1: When Objections Occur, Quickly Determine What To Do
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10. Basic Points to Consider in Meeting Objections
Plan for objections
Anticipate and forestall
Handle objections as they arise – postponement may cause a negative mental picture or reaction
Be positive
Listen – hear them out
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11. Basic Points to Consider in Meeting Objections, cont…
Postponement of objections may result in:
Prospect may stop listening
Prospect may feel that you have something to hide
You also feel that it’s a problem
You cannot answer because you don’t know the answer
May appear that you’re not interested in prospect’s opinion

12. Basic Points to Consider in Meeting Objections, cont…
Understand objections
Request for information
A condition (negotiation can overcome a condition)
Major or minor objection
Practical or psychological objection
A real objection is tangible
The salesperson must uncover hidden objectives and eliminate them
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13. Exhibit 11-2: What Does a Prospect Mean by an Objection?
Is the prospect’s response a...
Request for more information?
Condition?
True objection?
Hopeless objection?
Major?
Minor?
Practical?
Psychological?
Practical?
Psychological?
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14. Exhibit 11-3: Examples of Objections
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15. Once Again! What Are Objections?
Opposition or Resistance to:
Information
The salesperson’s request
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16. Six Major Categories of Objections
The hidden objection
The stalling objection (“I’ll think it over…”)
The no-need objection (“…but I’m not interested now.”)
The money objection
The product objection
The source objection

17. Six Major Categories of Objections
The hidden objection – prospect who asks trivial, unimportant questions or conceals his feelings beneath a veil of silence
Salesperson must ask questions and carefully listen in order to smoke out prospect’s real objections
Smoke out hidden objections – ask questions, observe, “read between the lines” – prospect may not know what the objections are; as last resort, salesperson may have to ask what objections are

18. Six Major Categories of Objections
Hidden objections, cont…
Consider the following questions:
What would it take to convince you?
What causes you to say that?
Tell me, what’s really on your mind?

19. Six Major Categories of Objections
The stalling objection – prospect says, “I’ll think it over,” or “I’ll be ready to buy on your next visit,” must determine if truth or smokescreen designed to get rid of you – common tactic
One of toughest to overcome arises when selling a new consumer product
Buyer says she has to get approval from someone else. Buyer’s attitude toward product will influence buying decision – make it positive

20. Six Major Categories of Objections
The stalling objection, cont…
Let buyer know you are on her side and help her with her objections. If she does not respond give her multiple choice question to display genuine attitude of caring
Do not get demanding, defensive, or hostile
Goal is to help prospect realistically examine reasons for and against buying now
Main idea is not to be satisfied with false objection or stall. Bring out any or all main selling benefits and KOS

21. Six Major Categories of Objections
The no-need objection – prospect says, “…but I’m not interested now,” and he stays as he presently is
This is widely used because it gets rid of the salesperson
It is tricky because it also includes a hidden objection or a stall

22. Six Major Categories of Objections
The money objection – encompasses several forms of economic excuses and is simple for the buyer to say
Respond by saying that it is risky to discuss price until it can be compared to product’s benefits. Once you convey product’s benefits, price becomes secondary factor which usually can be dealt with successfully
Quote price and go right on selling

23. Six Major Categories of Objections
The money objection, cont…
Price/Value formula
Used to determine if prospect is or is not convinced price is too high
Price/Value = Cost
Cost – comparison of what is received to money paid
Value – what prospect sees the product doing for them
Price – set at headquarters; not subject to change

24. Six Major Categories of Objections
The product objection
Not everyone likes the best selling product
Your reaction must be positive
You can use guarantee, testimonial, independent research results, or a demonstration

25. Six Major Categories of Objections
The source objection
Some prospects say they are happy with their current supplier
Try to find out exactly what bothers prospect and call on her routinely over a long period of time

26. Six Major Categories of Objections
Salespeople often encounter the same objections from customer to customer.
After a sales call, ask yourself:
What were the objections?
How did I handle them?
How should I handle them next time?
Be prepared for the same objection to arise again!

27. Salespeople Need To Be Good Communicators, but How?
Handling objections can be challenging
Done incorrectly, you may appear rude
Done correctly, you appear professional
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28. Techniques for Meeting Objections

29. Exhibit 11-7: Techniques for Meeting Objections
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30. Techniques for Meeting Objections
The dodge neither denies, answers, nor ignores.
Don’t be afraid to pass up an objection.
Rephrase an objection as a question. Easier to answer question than objection Exhibit 11-8).
Acknowledge prospect’s viewpoint
Rephrase objections
Obtain agreement
Feel-felt-found:
“I understand how you feel…”
“Bill at XYZ felt the same way…”
“…but he found after reviewing our products…”

31. Exhibit 11-8: Examples of Rephrasing Objections as a Question
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32. Techniques for Meeting Objections
Postponing objections is sometimes necessary.
If you judge the objection will be handled to satisfaction by your customary method
That prospect truly willing to wait until that time later in presentation
You may politely forestall
Tactfully used forestall can leave you in charge of presentation

33. Techniques for Meeting Objections
Send it back with the boomerang method.
Be ready at any time to turn an objection into a reason to buy
Convince the prospect that her objection is in fact a benefit
Requires good timing and quick thinking

34. Techniques for Meeting Objections
Ask questions to smoke out objections:
Five-question sequence (Exhibit 11-10)

35. Exhibit 11-10: Five-Question Sequence Method of Overcoming Objections
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36. Techniques for Meeting Objections
This series of questions keeps the conversation and gets the real objections out in the open – which helps increase sales

37. Techniques for Meeting Objections
Use direct denial tactfully
Incomplete or incorrect objections should be acknowledged from the prospect’s viewpoint and then answered with complete and correct facts
Tact is critical
Do not say, “You’re wrong.” Closes prospect’s mind.
Try, “You know, you’re right to be concerned about this. Let me explain.”

38. Techniques for Meeting Objections
Indirect denial works
It initially appears as agreement with customer’s objection, but moves into denial of the fundamental issue
Done in in natural, conventional way, salesperson will not offend prospect

39. Techniques for Meeting Objections
Compensation or counterbalance method
Sometimes a prospect’s objection is valid and must be overcome
Calls for compensation method
Present advantages to counterbalance the objection

40. Techniques for Meeting Objections
Let a third party answer
Answer it by referring to a third party and using his experience as “proof or testimony”
If source is reliable or reputable, can easily be successful even with expert or skeptical prospect

41. Technology Can Effectively Help Respond to Objections!
Data stored in handheld computers or laptops, or obtained using a telephone modem or satellite transmission, can provide information to overcome buyer’s objections
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42. After Meeting the Objection–What to Do?
First, use a trial close – ask for opinion.

43. Why Do You Use a Trial Close After Answering an Objection?
To see if you have answered the objection!
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44. What is an Example of a Trial Close Used to Respond to an Objection?
“Does that answer your question?”
“That’s the answer that you’re looking for, isn’t it?”
“That clarifies this point entirely, don’t you agree?”
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45. Once You Have Satisfactorily Responded to the Objection, What Should You Do Next?
Make a smooth transition back into your presentation
“As we were discussing…”
Move to close the sale if you have completed your presentation
Move to close again if objection was after a close
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46. If you Cannot Overcome the Objection, What Are Three Alternatives to Consider? (#1)
Return to presentation concentrating on new or previously discussed FABs of your project.
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47. If you Cannot Overcome the Objection, What Are Three Alternatives to Consider? (#2)
Admit it
Compensate for it by showing how your product’s benefit(s) outweigh the disadvantage(s)
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48. If You Cannot Overcome the Objection, What Are Three Alternatives to Consider (#3)
If 100% sure the customer will not buy
Go ahead and close
Always ask for the order
Allow the buyer to say “no” – don’t say it yourself
Your competitor(s) may not be able to overcome the objection(s) either
A competitor may make the sale because he/she asked for it
Be professional, not pushy
Leave the door open for a return visit
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49. Exhibit 11-12: The Procedure to Follow When a Prospect Raises an Objection
Move into your presentation
Close the sale
Prospect raises an objection
Response to the objection
Use a trial close
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